Email and CRM Strategy Lead

Sallie Mae is committed to empowering students on their educational journey. The Email and CRM Strategy Lead will lead the strategy and execution of email marketing programs, focusing on automation and CRM optimization to enhance customer engagement and conversion rates.

Responsibilities

• Email Automation & Journey Building: Design and implement automated workflows that deliver personalized experiences across the customer lifecycle
• CRM Program Optimization: Manage and enhance CRM systems to improve segmentation, targeting, and campaign performance
• Program Management: Oversee planning, execution, and reporting for email marketing initiatives, ensuring alignment with overall marketing goals
• Performance Analysis: Monitor KPIs, analyze results, and optimize campaigns for continuous improvement
• Develop and implement marketing automation strategies that align with business objectives for our Loan Funnel Program and other high-value automated programs
• Design multi-channel customer lifecycle journeys across email, SMS, push notifications, and in-app messaging to deliver high-impact marketing initiatives
• Partner with cross-functional teams, including sales, data analytics, product, and content, to define campaign architecture and optimize strategies
• Develop and manage lead scoring practices to identify and prioritize marketing-qualified leads
• Build and execute automated marketing campaigns and workflows using a marketing automation platform (e.g., Zeta Marketing Platform, Salesforce Marketing Cloud, HubSpot)
• Create and manage audience segmentation based on data from CRM and other integrated technologies to maximize relevance and engagement
• Maintain integrations between the marketing automation platform and other systems (e.g., CRM) to ensure a seamless flow of data
• Ensure all marketing communications adhere to financial regulations and data privacy laws (e.g., CAN-SPAM, GDPR)
• Conduct A/B testing on marketing automation workflows and digital assets to improve engagement and conversion rates
• Analyze campaign performance, customer behavior, and engagement metrics to identify actionable insights for continuous improvement
• Create and share reports and dashboards to provide key stakeholders with performance summaries and measure success against KPIs
• Serve as the in-house subject matter expert for marketing automation, providing guidance and support to internal users
• Perform quality assurance (QA) on automated programs and digital assets to ensure accurate implementation
• Maintain data quality and hygiene within the marketing automation platform

Skills

• Proven track record of developing and implementing successful digital marketing strategies that have driven business growth
• Strong knowledge of digital marketing channels, platforms, and best practices, including SEO, SEM, social media advertising, email marketing, content marketing, and analytics tools
• Experience with marketing automation platforms, CRM systems, and web analytics tools
• Excellent analytical and problem-solving skills, with the ability to interpret data and make data-driven decisions
• Strong leadership and team management skills, with the ability to motivate and inspire a team of digital marketing professionals
• Exceptional communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams and external partners
• Bachelor's degree in Marketing, Business, or a related field
• 5+ years of experience in marketing automation and digital marketing, with experience preferably in financial services
• Hands-on experience with a major marketing automation platform, such as Zeta Marketing Platform, Salesforce Marketing Cloud, or HubSpot – Zeta strongly preferred
• Strong analytical skills with the ability to interpret data and make data-driven decisions and recommendations
• Familiarity with CRM systems, specifically their integration with marketing automation
• Excellent communication, organizational, and project management skills
• A strong understanding of compliance and regulations relevant to the financial services industry
• A strategic mindset with a focus on problem-solving and process optimization
• Working knowledge of HTML is a plus

Benefits

• Competitive base salaries
• Bonus incentives
• Generous PTO, Floating Holidays and 12 Federal Holidays observed
• Support for financial-well-being and retirement 401k with employer match
• Comprehensive medical, dental, vision, hospital indemnity, critical illness, pet insurance and more
• Employer paid short-term/long-term disability and basic life insurance
• Flexible hybrid working arrangements.
• Paid parental leave and adoption reimbursement programs
• Free access to on-site staffed fitness centers (in Delaware) and gym subsidy (for locations outside Delaware)
• Confidential counseling support (EAP), Health Advocacy services and Wellness program with financial incentives
• Tuition Reimbursement and Family Scholarship Programs
• Career development and training opportunities

Company Overview

• Sallie Mae is an American corporation that originates, services, and collects student loans. It was founded in 1972, and is headquartered in Newark, Delaware, USA, with a workforce of 1001-5000 employees. Its website is https://www.salliemae.com.